Regional Sales Director US

The Regional Sales Director for Biscoff is a driven, results-oriented sales leader with a deep understanding of the U.S. retail landscape, particularly Walmart and Dollar Channel. This role is responsible for delivering profitable sales growth across a portfolio of key national customers by developing and executing customer-specific strategies, building strong relationships with buyers and cross-functional partners, and effectively managing trade investment and promotional planning.

The ideal candidate combines strategic thinking with an entrepreneurial mindset and has a proven track record of leading complex customer relationships at the headquarters level. Experience calling on major retailers such as Walmart, Dollar General, and Family Dollar is strongly preferred.

In addition to customer leadership responsibilities, this role will lead and develop a team of direct reports, fostering a culture of accountability, collaboration, and high performance.

The Regional Sales Director will be a member of the Lotus Bakeries Biscoff U.S. Sales team and report directly to the Head of Sales.

• Strategic Account Management: Own annual sales targets, customer business plans, and growth strategies for assigned accounts, delivering profitable sales growth and market share gains.
• Relationship Building: Develop and maintain strong relationships with key customer contacts to drive best-in-class execution, strengthen business partnerships, and identify new growth opportunities.
• People Leadership: Lead, coach, and develop direct reports through clear goal setting, performance management, ongoing feedback, and career development while fostering a culture of accountability and collaboration.
• Retail Execution: Conduct store visits as needed to assess in-market performance, identify opportunities for improvement, and ensure execution of merchandising, assortment, pricing, and promotional initiatives.
• Budget Management: Manage customer P&Ls, trade spending, and promotional investments to maximize profitability and ensure efficient allocation of resources across assigned accounts.
• Business Analytics: Partner with Category Management and cross-functional teams to analyze sales trends, customer performance, and market dynamics, translating insights into actionable business recommendations.
• Scintilla & Customer Insights: Leverage Walmart Scintilla and other retailer data platforms to evaluate business performance, understand shopper behavior, measure promotional effectiveness, and identify opportunities to accelerate growth.
• Digital Commerce: Drive omnichannel growth by partnering with internal and external stakeholders to optimize digital performance, including online assortment, content, search visibility, ratings and reviews, and digital shelf execution.
• Cross-Functional Leadership: Collaborate closely with Category Management, Supply Chain, Finance, and Marketing to develop and execute customer-specific strategies that support business objectives.
• Representation: Represent Lotus Bakeries at customer meetings, industry conferences, and other external events, serving as a trusted ambassador for the Biscoff brand.

• 8+ years of progressive CPG sales experience, preferably within the food, beverage, or consumer packaged goods industry.
• Proven experience managing national retail accounts within the Mass or Dollar channels, with significant experience leading Walmart business preferred.
• Demonstrated people leadership experience, including coaching, developing, and managing direct reports in a high-performance sales environment.
• Strong expertise in annual planning, customer business planning, forecasting, pricing, trade promotion management, and P&L responsibility.
• Proficient in syndicated data platforms (e.g., Nielsen) and capable of translating insights into compelling customer-facing stories and growth strategies.
• Experience utilizing Walmart Scintilla and other retailer analytics platforms to identify opportunities, evaluate performance, and drive customer recommendations.
• Working knowledge of digital commerce, including Walmart.com, digital shelf optimization, eCommerce analytics, and omnichannel growth strategies.
• Strong communication, presentation, influencing, and negotiation skills with the ability to effectively engage customers and senior leadership.
• Demonstrated ability to work independently and thrive in a fast-paced, entrepreneurial environment.
• Proven track record of delivering profitable growth, expanding distribution, and successfully selling innovation.
• Willingness to travel as needed for customer meetings, team collaboration, and industry events.